Motion Picture News (Jul-Oct 1914)

40 THE MOTION PICTURE NEWS Imagination in Theatre Management By S. Barret McCormick The Visualizing Power That Enables a Manager to See Possibilities When Other Exhibitors Are Blind to Facts Right Under Their Noses — One Usher Who Demonstrated Managerial Timber by Original Methods, Now Has Charge of a Picture House "T ^lAGINATION is essential for -I an exhibitor's success, and often it is his rarest attribute," remarked a man recently whose duties bring him into daily contact with film men. Almost a fanatic in his interest for the silent art, he earnestly seeks ways and means to aid the industry. "They remind me of a story a friend of mine in the advertising business tells of the lack of imagination in some men working for him. His business required the hiring of fifty or more men to distribute circulars. For this they were paid one dollar a day. "It was the most they could earn at this work. Every morning this group gathered around one who read aloud the want ads in the morning paper, the lost colmuns, the heirs wanted, and other places where it was likely their 'ship' would seek port. By accident, no doubt, he slipped into the 'Help Wanted' column and began to read, 'Wanted, Dishwasher, $40 a month, room and board.' <'/^NE of the men turned to his fellows, 'There's a good job for some guy,' he remarked, and the others nodded as they gathered up their bags and started in pursuit of their doUar-a-day livelihood." The advertising man said, "Do you see my argument? No imagination. Although there was a job waiting for any one of these men at double his present earnings, yet none had imagination to see himself getting it." The story illustrates the attitude of the majority of exhibitors and film men. Tliey lack imagination to grasp the fundamental possibilities of their business. <«/^NLY recently I suggested a little stunt to a manager," continued the man. "It meant a small outlay for advertising; not enough for any profit to the paper, but it meant an immediate return and accumulative value to the theatre. "The exhibitor nodded, 'Yes, it was a good idea.' But he could not see how It would work in his theatre. Anyway, he had to go downstairs then and relieve the door man, and dkln't have time to bother about advertising. ".Then he thumbed a trade journal and turned to the announcement of a new film with splendid adve-tising •possibilities. " 'There,' he said, 'some fellow will make a good thing with that picture'!' But never once did it occur to him to capitalize that dormant imagination struggling for expression." THAT these unrealized possibilities m the motion picture field are not confined to the exhibitor alone but extend to the producer and exchange man as well, is advanced in an argument by S, L. Baxter, owner of the Isis, in Denver, Col., conceded to be the finest house in the West. "I played an animal feature the other day. Splendid, thrilling, dramatic— on the film. But did you see the paper and the stills? One scene showed a group of European soldiers seated at a table, and others quite as thrilling. Yet the picture itself was replete with ideal scenes for posters, any one of which would have added ten per cent to the day's receipts. "It's neglect and lack of interest by the men paid to direct the advertising of the manufacturers. Don't you suppose that fellow supposed to select those scenes had more interest in getting to a bail game?" Imagination centers, not alone upon advertising, but upon every phase of house management, as demonstrated recently in an insignificant incident. AN old lady had lost her purse in a theatre, as is customary for old ladies to do. Her appeal for a search was answered by one of the ushers. Special to The Motion Picture News Los Angeles, July 37. "npHE Patchwork Girl of Oz," -I from the famous fairy story by J. Frank Baum, of Los Angeles, author of "The Wizard of Oz," "Tick Tock Man of Oz," and twenty-five other stories, the first production of the Oz Film Company, was recently completed at the company's studio and laboratory, on Santa Monica boulevard, Los Angeles, and the first exhibition will be given at Clune's Auditorium, for members of the company only, following the regular performance at the theatre in the near future. A number of vaudeville and "legitimate" stage celebrities, including Violett MacMillen, Fred Woodward, Faymond Russell, Frank Moore, Ben who promptly put into motion the machinery of seeking lost articles. Row by row stood up as the usher Hashed his light along the floor, and finally gave up in vain. "Guess we will have to wait till night, when the janitors come," he said. "Oh! that's too bad!" replied the old lady, "and it's so hot to walk home." "Walk home?" quickly answered the usher as he assisted the old lady through the dimly lighted house. "Nothing like that. Here's carfare, and I'll call you up if we find the purse." She thanked him graciously and departed. The purse was found and returned the next day. The inherent distrust of the old lady departed, and confidence, inspired by the usher's courtesy and regard, won her good will. Now she seldom misses a day at this theatre, and seldom comes alone. IT was nothing but imagination that prompted this usher to aid the patron. The same thing occurs many times a day in every house, but few ushers, and managers for that matter, have imagination to see the possibilities of winning their patron's confidence and good will. Incidentally, it might be remarked in passing that this usher is now directing this theatre's advertising and assisting in its management. Deely, and Couderc, the French acrobat, were given prominent parts in the company of more than three hundred, directed by J. Farrell Macdonald. Louis F. Gottschalk, director of *the original "Merry Widow Company," and composer of the music for "The Wizard of Oz," "Tick Tock Man," and other musical comedies, has written a full orchestra score to accompany the five-reel picture. The music will be published and sold through the theatres showing the company's productions. As soon as the picture is shown to the company it will be taken to New York City for exhibition to the film men. The release arrangements of the company have not been completed. J. C. Jessen. Oz Company Finishes First Release Music Specially Written for the Picture Soon to be Seen in New York, will be Sold in Theatres Showing Production